Altstiel, Tom.

Advertising creative strategy, copy + design / [[Book] :] Tom Altstiel, Jean Grow. - 2nd ed. - Los Angeles : SAGE, 2010. - xx, 347 p. : ill. (chiefly col.) ; 28 cm.

Rev. ed. of: Advertising strategy. c2006.

Includes bibliographical references and index.

Copy, design, and creativity -- Before you get started -- Branding -- Strategy -- Issues in a changing marketplace -- Concepting -- Design -- Campaigns -- Headlines and taglines -- Body copy -- Print -- Electronic media -- Digital -- Direct marketing -- Beyond media -- Business-to-business -- Survival guide.

All age.

9781412974912 (pbk.) 1412974917

2009015073


Advertising.

659.1

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